How do you get people to talk about something as ordinary as water?
Water brands have used similar messaging over the years: purity, nature, wellness or hydration. The problem is that when all the brands communicate the same thing, it becomes increasingly difficult to differentiate a product.
That is where Mike Cessario identified an opportunity. The Liquid Death founder observed something curious at concerts, festivals and mass events: many people wanted to drink water, but the brands available did not connect with the aesthetics, energy or culture of those spaces.
Liquid Death’s Insight
What if water looked as interesting as a beer or an energy drink?
Instead of using traditional transparent bottles and standard visuals invoking nature and purity, the brand adopted a can inspired by alcoholic beverages and built a visual identity influenced by heavy metal, skate, punk culture and irreverent humor.
Their strategy involves creating content that people want to share. Their campaigns have included collaborations with celebrities, unexpected launches, satirical products, viral videos and actions designed to generate conversation both on and off social media.
From a marketing perspective, the case illustrates an interesting idea: In markets where products are similar, differentiation can come from a brand’s take on an ordinary product.
Source: Liquid Death
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